The journey from setting up analytics to becoming a trusted consultant is both challenging and rewarding. In this session, you’ll learn how to transition from technical implementation to strategic advising, while navigating common career obstacles like being "overqualified" in agency roles. Practical approaches to building stronger client relationships, and making analytics an indispensable tool. Whether you’re starting your journey, refining your skills - or working with one; this talk will present something beneficial.

We often think Analysis is the final part of our craft, but we need to pass our insights and conclusions to the audience in order to become valuable. In this lecture Robert will give you some insights on how to turn data into words and how to tell a meaningful data story to people who are afraid of figures, charts and data in general.

Enhanced Ecommerce introduced some new metrics that explain user behavior – something Google Analytics should be used for. Robert, a corporate web analyst or the EEEO (Enhanced Ecommerce Executive Officer) will show us how he uses Cart-to-Detail Rate, Buy-to-Detail Rate and some calculated metrics for better campaign as well as warehouse planning in the EEEO (Enhanced Ecommerce Enabled Organization).